The document discusses different strategies for innovative testing on websites, including iterative and innovative testing. Iterative testing involves changing small elements like button colors or copy, while innovative testing involves changing multiple elements or entire designs. It recommends using innovative testing when an iteration won't work, testing potential is small, or traffic is low. This allows uncovering bigger gains. Innovative testing carries more risk but also higher potential benefit than iterative testing. The document advises making sure the testing process is solid by asking questions like whether the test matches the hypothesis and goals are set up correctly. It also recommends continuing qualitative research for feedback.